Marketing research to study demand. Marketing and market research. Theoretical foundations of marketing research of demand

Marketing is a system of regulatory management, as well as research activities, which is aimed at effectively delivering a variety of goods from production to end consumers. At the same time, the goal of marketing is to fully satisfy all the needs of buyers, and receive profit from the seller.

It should be noted that marketing activities begin with:

· Analytical, informational research. As a rule, current, strategic planning is carried out on their basis.

· Channels for the movement of products from producers to consumers are being formed. This involves resellers.

· A program of a new product and its introduction to the market is being developed.

Demand marketing research is at the start of any marketing cycle. This means that it is impossible to carry out management marketing activities without knowing the situation that has developed in the market. It is also impossible without identifying patterns and trends in the functioning of the market mechanism.

Where to get money to start your own business? This is the problem that 95% of aspiring entrepreneurs face! In the article, we have revealed the most relevant ways to get start-up capital for an entrepreneur. We also recommend that you carefully study the results of our experiment in exchange earnings:

The purpose of the marketing research of demand is to ensure complete transparency of the market, that is, to obtain the most reliable information regarding its development, general condition, and to ensure the predictability of subsequent stages of development.

Marketing research is a process or function that brings consumers and buyers together using information that is needed to:

· Evaluation, improvement, development of marketing actions;

· Identifying marketing problems, opportunities;

· Ensuring the implementation of marketing as a process;

· Control of marketing implementation.

In fact, marketing research is a display, systematic collection, analysis of data for different types marketing activities... Any marketing research is carried out from the following positions: assessment of any marketing parameters for a specific time moment, as well as forecasting the values ​​of these parameters in the future. Most often, such assessments are used in the development of strategies, development goals of the organization, as well as its effective marketing activities.

Organizations ordering marketing research or conducting it on their own must necessarily receive information about what exactly to sell and to whom, how to stimulate sales, as well as what is of decisive importance in the event of fierce competition. As a rule, the results of the study predetermine the change in the goals of the activities of modern companies.

The main work of demand research should be the collection, processing and analysis of information. In the company store of JLLC "Belvest" in Mozyr, an observation method is used to study consumer demand, which is carried out to systematically obtain information about which groups of goods and their varieties are on sale and which are not, for which groups of goods the demand in the store is not satisfied, by which surplus stocks are formed.

As you know, the demand for footwear is determined by consumer preferences, where the decisive are not objective characteristics, but the subjective perception of the properties of footwear - the customer value, consisting of a number of components. Therefore, it is important to establish by what criteria the buyer evaluates and purchases footwear with the desired combination of properties.

For this purpose, the Belvest store periodically needs to conduct surveys in the form of a questionnaire.

With the participation of the author, a similar survey was conducted in January 2011 and showed that the significance of indicators affecting the choice and purchase of shoes among consumer groups of different age, gender and social status varies.

We will draw up a plan for marketing research of footwear buyers of Belvest JV. It reflects: the method of conducting marketing research (field), sources of information, methods of collecting primary data (questionnaire, observation), sample size, methods of processing and analyzing information. The research program consists of two parts: methodological and methodological and procedural.

Marketing research plan in the form of a survey of footwear buyers of Belvest JV.

The main goal of the study is to single out homogeneous groups among the multitude of consumers that have approximately the same requirements for service and assortment of goods, and on this basis to develop strategies for segmentation of the consumer market of JLLC Belvest.

Marketing research tasks. To implement the research concept, it is necessary to solve the following tasks:

• 1. Select market segments based on demographic and socioeconomic characteristics of footwear buyers of Belvest JV;
• 2. Evaluate the selected segments in terms of their attractiveness and requirements for the enterprise marketing complex;

Define the target market of the firm and develop strategies for its coverage, depending on the results of segmentation.

3. Formulation of a working hypothesis. Shoe buyers have varied demands on the marketing mix and service process. The most expressive signs of segmentation are socio-demographic characteristics, as well as behavioral criteria, therefore, the strategy of concentrated marketing corresponds to the goals of the company's marketing activities.

Determination of sources of information. The study uses primary marketing information - data from a sample study of footwear buyers JLLC "Belvest".

Methods for collecting primary information. Methods for collecting primary information - observation and survey, the main working document is a questionnaire (Appendix A). The questionnaire survey is carried out in the course of a sample survey. The sample size is 200 people.

Methods for processing and analyzing the information received. The data of the questionnaire are processed by an authorized and partially manual method of data processing; statistical methods of grouping and typology, multidimensional classification are also used.

Programmable research result. As a result of the study, sufficiently homogeneous typological groupings (segments) of buyers should be obtained, characterized by common features and requirements.

Place and time of the field stage. The survey and observations were carried out within 5 days in the Belvest JLLC brand store in Mozyr.

At the first stage of the study of demographic and socioeconomic characteristics of footwear buyers, Belvest JLLC developed a questionnaire (closed questions) and conducted a questionnaire, which is one of the main methods of obtaining reliable information about consumers.

The process of developing a questionnaire for conducting a survey of buyers of Belwest products consisted of 9 following stages:

stage: it was clearly defined what information should be obtained as a result of the survey;

stage: the method of conducting the survey has been determined;

stage; highlighted the thematic blocks of the questionnaire;

stage: the content of specific questions within the blocks is determined;

stage: the form of the answer to each question has been determined;

stage: the exact wording of each question is determined;

stage: The sequence of questions within the blocks is determined;

stage: the physical characteristics of the questionnaire are determined;

Stage: After the development of the questionnaire, it was tested in real conditions, i.e. testing with its help a small number of people belonging to the same category that is subject to research.

When conducting a questionnaire survey of Belvest footwear buyers, a hand-out method of conducting a questionnaire survey was used, only this method of questioning guarantees the most complete return of the completed questionnaires.

The analysis of the data obtained as a result of the questionnaire has shown that the most expressive signs of segmentation of buyers of Belvest JVC are their socio-demographic characteristics of the sample.

Let's analyze the socio-demographic characteristics of footwear buyers of Belvest JV.

The primary analysis of the linear distribution of socio-demographic characteristics of the sample included 75% of women and 25% of men. This testifies to the increased preference of women for footwear of JLLC "Belvest".

According to the level of per capita income, the respondents defined themselves as follows: 58% of the respondents have an income of 450,000 - 850,000 rubles; 21% have an average monthly income of up to 450,000 rubles; 10% of the respondents have an income above 850,000 rubles. Buyers with an average monthly income below 450,000 rubles account for 32% of the total sample.

Let us analyze the age of the buyers of Belvest footwear. The greatest attention to the company's products was shown by buyers of 30-40 years old, accounting for 26% of visitors and buyers of the store. 24% of the respondents are buyers aged 40-50; 22% are buyers of footwear 25-30 years old; 17% of the respondents make their choice in favor of Belvest footwear at the age of more than 50 years. Finally, the smallest percentage of those surveyed is 11% and refers to buyers under the age of 25. 98% of the respondents are residents of the city of Mozyr.

The data revealed as a result of the study allows us to formulate a conclusion about the typical socio-demographic characteristics of real buyers of Belvest footwear:

• 1. Gender - female;
• 2. Age - 30-50 years old;

Occupation - employees, entrepreneurs, housewives.

Let's carry out a cross-grouping and typological analysis of the survey results.

To determine the ordering of the identified socio-demographic characteristics and to find stable links that identify the most representative groups of consumers, cross-grouping of the questionnaire survey data allows. Their typology is the first step in cluster analysis. Let's draw up a table (3.1) of the dependence of the income level on other socio-demographic characteristics of Belvest footwear buyers.

Table 3.1 - The level of income of buyers of Belvest footwear

Socio-demographic characteristics of consumers Share in the total sample (%) Share of consumers in groups with different income levels,% of the size of each group up to 450,000 rubles 450,000 - 650,000 rubles 650,000 - 850,000 rubles 850,000 rubles and more 1. Gender Men 25,032,540,520,015.2 Women 75,080,084,859,568.02. Age up to 25 years 11,058,013,412,02,025-30 years 22,04,014,024,218,430-40 years 26,014,031,329,638,540-50 years 24,04,03,032,437,1 over 50 years old 17,020,028,21,84 occupations 0-8.22.0-Student 4.068.02.4 - Housewife 21.014.028.46.014.0 Social worker 12.0-17.7 37.5-Employee 37.0-43.353,430.8 Entrepreneur 23.0-1,155.2

The proportion of men in the sample was 25%. According to the indicators in the table, it can be concluded that the Belvest brand store is more often visited by men with an average monthly income of no more than 650,000 rubles and women whose income is also no more than 650,000 rubles.

A general analysis of the socio-demographic characteristics of the sample shows that the base sample could be divided into four groups using such a segmentation feature as the average per capita income level. The most numerous in the sample was the segment of consumers with an income level of 450,000 - 650,000. In this segment, 84.8% of women, aged 30-40 years, were recorded, and the main occupation was office workers and housewives. Men in this group - 40.5%.

In second place in terms of number are buyers with an income of up to 450,000 rubles (32%). It is also dominated by women (80%), whose age is up to 25 years (students), as well as housewives and pensioners.

In third place in terms of number is the segment of consumers with an income of 650,000 - 850,000 rubles, in the structure of which women 40 - 50 years old (59.5%) prevail, the occupation of which is most often employees and social workers. Men accounted for 20.0%.

The smallest segment in the total sample is the segment of consumers with an income of over 850,000 (8.5% of the sample). Women made up 68% here, their age is mainly 30-50 years, and their occupation is entrepreneurs, employees and housewives. Men, despite a small number of visits to the store, also made up a fairly high percentage - 15.2%.

During the development of the questionnaire, the question was raised about the requirements of buyers to the work of a branded store. As a result of processing the questionnaires, the following data on consumer priorities were obtained: more than half of the respondents ranked the quality of the goods (55%) in the 1st place among those presented, 22% - the richness of the assortment, a reasonable price was noted by 15% of the respondents, and about 7% of the respondents gave the first place to the quality of service ... Thus, the most significant requirement influencing the behavior of buyers when choosing shoes is their quality. The factors of average importance are the richness of the assortment and the moderation of the price.

Table 3.2 - The degree of importance of various marketing factors for buyers of Belvest footwear

Factors influencing consumer behavior The number of buyers (%) who noted the factor for: 1st place 2nd place 3rd place 4th place Quality of goods 55,028,0 10,02,0 Saturation of assortment 22,030,040,08,0 Quality of service 7,020,033,042.0 Moderate price 15,036,029,023,0

To distinguish segments based on behavioral traits, it is necessary to analyze how socio-demographic characteristics affect purchasing behavior, i.e. conduct a cross-sectional analysis of socio-demographic and behavioral characteristics (tables 3.3 and 3.4).

Table 3.3 - The most significant marketing factors for consumers of different segments

Factors influencing consumer behavior Share of consumers who noted the factor in 1st place Share of consumers in the segment who noted the factor in 1st place 1 segment (income up to 450,000 rubles) 2 segment (income from 450,000 -650,000 rubles) 3 segment (income from 650,000 -850,000 rubles) 4 segment (income over 850,000 rubles) 123456 Quality of goods 55.03,033,030,533.5 Saturation of assortment 22.02,032,530,535.0 Reasonable price 15,045,524,520,010.0 Quality of service 7.0-26,528,545.0

Table 3.4 - Least significant marketing factors for the consumer of different segments

Factors influencing consumer behavior Share of consumers who noted the factor in 4th place Share of consumers in the segment who noted the factor in 4th place 1 segment (income up to 450,000 rubles) 2nd segment (income from 450,000 -650,000 rubles) 3 segment (income from 650 000 -850 000 rubles) 4 segment (income over 850 000 rubles) 123456 Quality of goods 12,098.02.0 - Saturation of assortment 19,046,010,225,019.0 Moderate price 20.0-22,520,552.5 Quality of service 48,056,520,513,010.0

Analysis of cross-sectional data from tables 3.3 and 3.4 allowed us to draw several main conclusions:

• 1. The quality of the goods was put in first place by 55% of the respondents. Of these, representatives of 4 segments make up 33.5%. The quality factor of goods is no less significant when choosing a purchase for representatives of the 2nd segment (33%) and 3 segments (30.5). All respondents who put the quality of goods in the last 4th place mainly belong to the representatives of the 1st segment (98%).
• 2. Saturation of assortment is most important also for the fourth segment, for the second and third segment this factor is also important (32.5% and 30.5%). The least significant factor in assortment saturation is considered by the buyers of the 1st segment (46.0%).

A reasonable price was given to the first place by the buyers of the 1st segment (45.5%), for the buyers of the second (24.5%) and third (20%) segments this factor is also significant. The fourth place was taken by the representatives of the 4th segment (52.5%).

4. Quality of service in the first place was given by representatives of 4 segments, in the last place in terms of quality of service was given by representatives of the lowest-income segment. Thus, it can be argued that the higher the level of income, the more important the quality of service and the quality of goods become for buyers, the value of the price decreases as income rises.

Analysis of consumer behavior and socio-demographic characteristics allowed us to distinguish 3 different segments:

• Segment 1 "economical" - consists of consumers with an income of up to 450,000 rubles. When choosing shoes from representatives of this segment, first of all, a reasonable price mattered. The choice and quality of goods for representatives of this group of buyers does not really matter. This segment consists mainly of women (80%) under 25, housewives and retirees. This segment makes up 32% of the total number of respondents.
• 2Segment "focused on quality" - consumers with an income level of 450,000 to 850,000 rubles. We have combined segments with an income from 450,000 to 650,000 rubles and a segment with an income from 650,000 to 850,000 rubles, since they have a great similarity in their consumer behavior: buyers are focused primarily on the quality of goods and the richness of the assortment. Price and level of service are also quite important for this segment. The described segment has the largest number of real buyers of products in the Belvest brand store (88% of the total number of respondents). These are mainly women 30-50 years old, office workers, social workers and housewives.

The “discerning” segment - consumers with an income of more than 850,000 rubles. When buying shoes, they primarily pay attention to the level of service, quality of goods and the richness of the assortment. The price in this case is practically irrelevant when choosing a purchase. This segment makes up only 10% of real and potential buyers of Belwest JLLC products and consists of women of 30-40 years old, occupation - employees and entrepreneurs (or their wives).

Segments highlighted as a result allow to continue segmentation and implement subsequent stages, such as assessment and selection of the most attractive segments, development of strategies for their coverage and a marketing program that allows to position the company's goods and services on the market.

In accordance with the findings of the study, Belvest JLLC has to constantly improve and develop the components of the marketing-mix complex. The selected directions of differentiation and the nature of positioning, as well as the results of marketing research of consumers, determine the content of the elements of the marketing-mix complex and the directions of their improvement.

Comparing the positions of JLLC "Belvest" on the market and the segments we have identified, we can make an unambiguous conclusion that the most attractive for it are buyers who are indicative of both the quality of the product and the reasonable price. First, for them the factors (quality of goods, richness of assortment, reasonable price) were of decisive importance for them, according to which JLLC "Belvest" occupies a leading position in the footwear market of Belarus. Secondly, as shown by the results of the survey, in terms of size, this segment occupies 88% of the total sample and has an average income level (from 450,000 to 850,000 rubles). Based on their needs of buyers, when forming the assortment of goods, strict quality control should be ensured, it is necessary to have shoes of various colors and types of models in the assortment. Prices for consumers in this segment should be moderate, taking into account the level of income of this segment and the prices of competitors for similar products. Here it is possible and recommended to apply various price discounts: discounts for the quantity of purchased goods, discounts for cash payments, seasonal discounts on goods, discounts regular customers etc. In addition, it is recommended to use such a form of payment as lending, when payment for a particular product is made after purchase for a certain time. Its advantage is attracting customers and increasing product sales.

Discerning consumers make up about 10% of the total sample. This segment is interested in high quality service, rich assortment and quality of goods. For this type of buyer, the strategy of "prestigious prices" should be implemented, confirming high quality and the prestige of the product.

Taking into account the requests and needs of buyers, the management of Belwest JLLC should pay special attention to the sales strategy of the enterprise. The organization of sales and customer service must be at a sufficiently high level. The sales method is only individual, providing for work with each client of the branded section, taking into account his psychology and requests. The product must be rationally placed in trading floor using modern shop equipment; the grouping of shoes by size, type, color and other characteristics must be observed; you need a visual demonstration of the product and a special atmosphere conducive to the purchase of the product. The result of the survey showed that visitors to the brand store need a variety of additional services such as: regular demonstrations of promising collections, consultations with a fashion designer, pre-ordering products, home delivery.

1. Study demand on the the market baby food in Krasnoyarsk

   Coursework >> Marketing

   ... On the topic: " Study demand on the the market ... DEMAND V MARKETING RESEARCH 1.1. Types and economic content demand Demand can be defined as the desire and ability of the consumer to buy product.... - 656 p. Statistics market goods and services: textbook / I.K. ...

2. Marketing research demand on the the market the city of Zelenogorsk services Photo - Theater

   Coursework >> Marketing

   Industrial complex "COURSE WORK Marketing research: demand on the the market the city of Zelenogorsk services Photo - Theater ... the representativeness of this calculation is applied in the field goods demand on the which is elastic (perfumery, cosmetics, ...

3. Researching shopping preferences on the the market goods services

   Abstract >> Marketing

   ... marketing research....... 5 Process of conducting marketing research…...….…….......6 Study consumer behavior …………. ………… ......... 8 CHAPTER 2. STUDY SHOPPING PREFERENCES ON THE MARKET MOBILE SERVICES REPUBLIC OF KAZAKHSTAN Market ...

4. Marketing analysis of the main operators market advertising services on the example of advertising agencies Re

   Abstract >> Marketing

5. Marketing study and forecasting market cameras in Tyumen

   Abstract >> Marketing

   New goods on the market and marketing research dedicated to this. Target term paper- consideration goods v marketing activities ... goods consumer goods include: ■ Products everyday demand- it products and services wide ...

Marketing research is the search, collection, systematization and analysis of information about the market situation in order to be adopted in the production and sale of products. It should be clearly understood that without these events it is impossible effective work... In a commercial environment, you cannot act by chance, but be guided by verified and accurate information.

The essence of marketing research

Marketing research is an activity that involves analyzing the market situation based on scientific methods. Only those factors that can affect the goods or the provision of services are relevant. These activities have the following main goals:

• search - consists in the preliminary collection of information, as well as its filtering and sorting for further research;
• descriptive - the essence of the problem is determined, its structuring, as well as the identification of the operating factors;
• casual - the presence of a connection between the selected problem and previously determined factors is checked;
• test - preliminary testing of the found mechanisms or ways of solving a particular marketing problem is carried out;
• predictive - presuppose the anticipation of the future situation in the market environment.

Marketing research is activities that have a specific goal, which is to solve a particular problem. At the same time, there are no clear schemes and standards that an organization should follow when solving such problems. These moments are determined independently, based on the needs and capabilities of the enterprise.

Types of marketing research

The following main marketing research can be distinguished:

• market research (implies determining its scale, geographical characteristics, structure of supply and demand, as well as factors that affect the internal situation);
• study of sales (the ways and channels of product sales are determined, the change in indicators depending on the geographical feature, as well as the main factors of influence);
• marketing research of a product (studying the properties of products both separately and in comparison with similar products of competing organizations, as well as determining the reaction of consumers to certain characteristics);
• study of advertising policy (analysis of their own advertising activities, as well as comparing them with the main actions of competitors, identifying the latest means of positioning goods on the market);
• analysis economic indicators(studying the dynamics of sales volumes and net profit, as well as determining their interdependence and finding ways to improve performance);
• marketing research of consumers - imply their quantitative and qualitative composition (gender, age, profession, marital status and other characteristics).

How to organize marketing research

Organization marketing research- this is a rather crucial moment on which the success of the entire enterprise may depend. Many firms prefer to deal with this issue on their own. In this case, practically no additional costs are required. In addition, there is no risk of confidential data leakage. Nevertheless, there are negative aspects to this approach. The staff does not always have employees who have sufficient experience and knowledge to conduct high-quality marketing research. In addition, the staff of the organization can not always approach this issue objectively.

Given the shortcomings of the previous option, it is legitimate to declare that it is better to involve outside specialists in the organization of marketing research. They usually have extensive experience in the field and the appropriate qualifications. In addition, not being associated with this organization, they are absolutely objective about the situation. Nevertheless, when hiring outside experts, you must be prepared for the fact that high-quality research is quite expensive. In addition, the marketer is not always well aware of the specifics of the industry in which the manufacturer operates. The biggest risk is that confidential information could be leaked and resold to competitors.

Marketing Research Principles

High-quality marketing research is a guarantee of successful and profitable work any enterprise. They are carried out on the basis of the following principles:

• regularity (market research should be carried out in each reporting period, as well as in the event that an important management decision is imminent regarding the production or marketing activities of the organization);
• consistency (before starting research works you need to break the whole process into components that will be performed in a clear sequence and inextricable interaction with each other);
• complexity (high-quality marketing research should provide answers to the entire wide range of questions that relate to a particular problem that is the subject of analysis);
• cost-effectiveness (it is necessary to plan research activities in such a way that the costs of their implementation are minimal);
• efficiency (measures for conducting research should be taken in a timely manner, immediately after a controversial issue has arisen);
• thoroughness (since market research activities are quite laborious and time-consuming, they should be carried out very scrupulously and carefully so that there is no need to repeat them after identifying inaccuracies and shortcomings);
• accuracy (all calculations and conclusions must be made on the basis of reliable information using proven methods);
• objectivity (if an organization conducts marketing research on its own, then it should try to do it impartially, honestly admitting all its shortcomings, oversights and shortcomings).

Stages of marketing research

Studying the market situation is a rather complicated and lengthy process. The stages of marketing research can be described as follows:

• formulation of the problem (formulation of a question that must be resolved in the course of carrying out these activities);
• preliminary planning (indicating the stages of the study, as well as preliminary deadlines for submitting reports for each of the individual items);
• approval (all heads of departments, as well as general manager must familiarize themselves with the plan, make their own adjustments, if necessary, and then approve the document by a general decision);
• collection of information (studying and searching for data that relate to both the internal and external environment of the enterprise);
• analysis of information (careful study of the received data, their structuring and processing in accordance with the needs of the organization and;
• economic calculations(estimated financial indicators both in real time and in the future);
• summing up (formulating answers to the questions posed, as well as drawing up a report and transmitting it to senior management).

The role of the marketing research department in the enterprise

The success of the enterprise is largely determined by how well and timely marketing research is carried out. Large companies often set up special departments for this purpose. The decision on the advisability of creating such a structural unit is made by the management based on the needs of the enterprise.

It should be noted that the marketing research department requires a lot of information for its activities. But creating too large a structure within one enterprise would not be economically feasible. That is why it is extremely important to establish links between different departments for the transfer of complete and reliable information. At the same time, the marketing department should be completely exempted from any kind of reporting, except for the one that directly relates to research. Otherwise, too much time and effort will be spent on side work to the detriment of the main purpose.

The marketing research department most often refers to the top echelon of the firm's management. It is necessary to ensure direct communication with the general management. But interaction with subdivisions of a lower level is equally important, since it is required to receive timely and reliable information about their activities.

Speaking about the person who will manage this department, it is worth noting that he must have fundamental knowledge of such an issue as marketing research of the organization's activities. In addition, the specialist must thoroughly know organizational structure and features of the enterprise. According to his status, the head of the marketing department should be equated with top management, because the overall success largely depends on the efficiency of his department.

Objects of marketing research

The marketing research system is aimed at the following main objects:

• consumers of goods and services (their behavior, attitude to the offers on the market, as well as their reaction to measures taken by manufacturers);
• marketing research of services and goods for their compliance with the needs of buyers, as well as identifying similarities and differences with similar products of competing companies;
• competition (this implies the study of the numerical composition, as well as the geographical spread of organizations with similar production areas).

It should be noted that it is not at all necessary to conduct separate research on each subject. Within the framework of one analysis, several questions can be combined at once.

Research data

Marketing research data is divided into two main types - primary and secondary. Speaking about the first category, it is worth noting that we are talking about the information that will be directly used in the course of analytical work. In addition, it is worth noting the fact that in some cases marketing research is limited to just collecting primary data, which may be:

• quantitative - figures reflecting the results of activities;
• qualitative - explain the mechanisms and causes of the occurrence of certain phenomena in economic activity.

Secondary data is not directly related to the subject of marketing research. Most often, this information has already been collected and processed for some other purpose, but in the course of the current research it can also prove to be very useful. The main advantage of this type of information is its cheapness, because you do not need to make efforts and invest in order to get these facts. Well-known managers recommend that the first thing to do is refer to secondary information. And only after identifying a deficiency in certain data, you can start collecting primary information.

In order to start working with secondary information, the following conditions must be met:

• The first step is to identify the data sources that can be located both within the organization and outside it;
• further analysis and sorting of information is carried out in order to select relevant information;
• at the last stage, a report is prepared, which indicates the conclusions made during the analysis of the information.

Marketing research: an example

In order to work successfully and withstand the competition, any enterprise must conduct a market analysis. It is important that not only in the process of functioning, but also before starting a business, it is necessary to conduct a marketing research. An example is opening a pizzeria.

Let's say you decide to start your own business... To begin with, you must decide on the objectives of the study. It can be a study as well as an analysis of the competitive environment. Further, the goals should be detailed, during which a number of tasks are determined (for example, data collection and analysis, selection, etc.). It should be noted that at the initial stage, the study can be purely descriptive. But, if you deem it appropriate, you can carry out additional economic calculations.

Now you have to put forward a hypothesis that will be confirmed or refuted during the analysis of primary and secondary information. For example, you think that in your locality this institution will be very popular, since the rest have already outlived their usefulness. The wording can be any, based on the current situation, but it should describe all the factors (both external and internal) that will attract people to your pizzeria.

The research plan will look like this:

• determination of the problem situation (in this case, it lies in the fact that there is some uncertainty in terms of the advisability of opening a pizzeria);
• further, the researcher should clearly highlight target audience, which will consist of potential customers of the establishment;
• one of the most popular methods of marketing research is a survey, and therefore it is necessary to create a sample that will clearly reflect the target audience;
• conducting additional mathematical research, which includes comparing the costs of starting a business with the income determined on the basis of a preliminary survey.

The results of marketing research should represent a clear answer to the question of whether it is worth opening a new pizzeria in a given locality. If it was not possible to achieve an unambiguous judgment, it is worth resorting to the use of other well-known methods of information analysis.

conclusions

Marketing research is a comprehensive study of the market situation in order to determine the feasibility of making a particular decision or to adjust your work in accordance with the current market conditions. During this process, it is necessary to collect and analyze information, and then draw certain conclusions.

Marketing research subjects can be very different. This is a product or service itself, and the market, and the consumer sector, and the competitive situation, and other factors. Also, within the framework of one analysis, several questions can be raised.

When you start marketing research, you need to clearly formulate the problem that should be solved based on its results. Next, an action plan is drawn up with an approximate indication of the time frame allotted for its implementation. After the document is approved, you can start collecting and analyzing information. Based on the results of the measures taken, reporting documentation is submitted to the top management.

The main point of the research is the collection and analysis of information. Experts recommend starting work by examining the data available in secondary sources. Only if some facts are lacking, it is advisable to carry out work on their own search. This will provide significant time and cost savings.

Justification of the marketing program depending on the demand for the product and the type of marketing

Introduction

2.2. Building and justifying the program

Section 3. Development of an action plan for individual elements of the marketing mix and determination of the necessary resources for each of the elements

3.1. Product development, including research and production organization

3.2. Bringing the goods to the consumer and after-sales service

3.3. Production costs and price

3.4. Promotion program

Section 4. Planning the implementation of the marketing program

4.1. Accounting, analysis and control over the implementation of the program

4.2. Personnel, distribution of responsibility, remuneration and incentives

4.3. Required funding and sources of coverage

Conclusions and offers

List of sources used

Applications

Appendix No. 1

Appendix No. 2

Appendix No. 3

Appendix No. 4

Appendix No. 5

Appendix No. 6

Appendix No. 7

Introduction

The essence and content of marketing activities reflect the objective conditions for the development of the market, which today, to a certain extent, is losing its chaos and is subject to the regulatory influence of pre-established economic ties, where a special role is assigned to the consumer. The consumer puts forward his requirements for the product, its technical and economic characteristics, quantity, delivery time, and thereby creates the preconditions for the distribution of the market between manufacturers. At the same time, the importance of competition, the struggle for the consumer, increases. All this forces manufacturers to carefully study the requests of potential consumers and the market, which makes high demands on the quality and competitiveness of manufactured products.

In its modern form, marketing is closely related to the management of the product market and product flows; service market management; capital market management; labor market management; knowledge market management; management of the political market. This connection is ensured, first of all, through the study of the needs and possibilities of the respective markets, as well as the competent use by economic (political) structures of the resulting data bank. Marketing as a market-oriented management system that includes an arsenal of the latest techniques and research methods can function most effectively under such conditions as:

1) deep saturation of the market with goods, excess of supply over demand;

2) a high level of competition among producers for the attention of buyers;

3) free market relations (within the framework of the current legislation), characterized by the ability to choose sales and supply markets, set prices for manufactured products, conduct commercial activities etc.;

4) the independence of enterprises in determining the goals of their activities, forming internal management structures, spending available and borrowed funds, etc.

The first two conditions are imperative, determining the very possibility and necessity of marketing. The rest of the conditions ensure the effectiveness of the implementation of the marketing policy at the enterprise. Without these conditions, the company will not be able to respond flexibly to today's highly volatile and dynamic market. At the same time, it should be emphasized that there is no universal form for organizing work based on marketing, as there is no single scheme for building marketing work... The forms and content of such activities may differ depending on the nature of the organization's economic activity and the external conditions in which it takes place.

It is quite natural that marketing, as well as its program, in agricultural production (recently the name "agro-marketing" has been stuck in this area) has its own industry-specific features, which we will focus on in the course of work.

As for the goals of this course work, they are formulated as follows: to show, using the example of an agricultural firm, the ability to build a marketing program and organize control over its implementation.

To achieve the goal set in the work, it is necessary to solve three main tasks:

1) Determine the objectives of the program;

2) Develop the program itself;

3) Plan its implementation.

Conclusions and proposals will be formulated based on the results of market research and the place of the product proposed by the agricultural firm. The analysis of the market and the marketing situation is carried out on the basis of open information and developments of domestic and foreign scientists in the field of agricultural marketing.

According to a number of domestic scientists and practitioners, there is an urgent need to create vertically integrated associations in agriculture. The most effective, in their opinion, is the merger of agricultural enterprises with processing enterprises and trade organizations, i.e. creating associations that represent a vicious circle: production Agriculture, its processing and the sale of the final product. The creation of an agricultural holding corresponds to this direction of integration. Our study is devoted to a slightly different program, when on the basis of an agricultural enterprise with an extensive retail network sales, a closed or full cycle agricultural enterprise is created, including raising, feeding livestock, its further processing and sale.

Section 1. a brief description of enterprises

Closed joint-stock company Agrofirm Voskhod was established in 2003 on the basis of the bankrupt agricultural enterprise Voskhod LLC, which itself arose out of the Voskhod state farm, which collapsed in 1998, in the Pskov region. The enterprise specializes in the cultivation of cattle for meat and dairy production for the subsequent sale of beef meat to the Pskov city meat processing plant and through an extensive retail network covering seven districts of the region.

The company employs 68 people, including 14 people with higher education professional education in the field of various specialties related to agricultural production. Training was organized for middle-level personnel in the latest agribusiness techniques and technologies related to the production of meat, milk and semi-finished products from them. The enterprise has a herd of 1200 Kholmogory cows and 400 French cows. The farm owns 400 hectares of arable land and about 50 hectares of flooded meadows.

At the expense of our own and borrowed money Within 5 years, it is planned to expand production towards processing beef meat and making canned beef stew with spices, which are in demand among the population of the Pskov region. Carried out in 2007 with the help of the Novgorod enterprise "Myasnoy Dvor", the experiment convinced the management of CJSC "Agrofirma" Voskhod "of the correctness of the chosen path. Polls conducted among buyers of experimental products showed that buyers willingly purchase a domestic product of the meat industry, especially a local one, which is distinguished by both a more acceptable price and high taste, moreover, more familiar to Russians than similar foreign samples.

Section 2. Determination of program objectives and justification of their effectiveness

A marketing program is a system of interrelated tasks and targeted measures that determine the actions of an enterprise for a given period of time for all marketing blocks. The programs make it possible to determine the optimal structure of production, focusing on obtaining the desired level of profit, make it possible to predict alternative actions for favorable, average and unfavorable market conditions and the external environment, as well as specific measures aimed at the phased implementation of the intended goals and strategies of the enterprise, to create information base for operational management decisions, monitor the effectiveness of measures of strategy and tactics.

2.1. Results of the analysis of demand for products

According to the latest data, the capacity of the Russian market for canned meat is increasing by an average of 5-10% per year. Even all enterprises in the industry are not able to increase their output so quickly, so every year it is necessary to replace the supply deficit in this market with imports. The way out is seen in the accelerated establishment of production at agricultural enterprises specializing in the production of meat and meat semi-finished products, which have a sufficient technological base for this.

The main share of the canned meat market is made up of canned beef (49%) and pork (25%). In terms of many quality indicators, beef stew is the most acceptable and familiar to the Russian consumer. Recently, the assortment composition of canned meat has been expanding due to new types.

The volume of sales of canned meat from beef is 3%, from pork - 2, meat and vegetable canned food - 4-5, a group of pates - 10, canned poultry meat - 15%. The growth of canned pork is progressing and in the coming years it will be 1.5 - 2%.

According to the forecasts of experts, in the near future the decrease in sales volumes of beef stew with protein supplements is most likely.

The market for canned meat and vegetables in the coming years may grow by an average of 3-4% per year. This segment of the market, as experts note, can develop more dynamically if the industry starts the production of new types of canned food, which will include non-traditional ingredients.